Chapter 7

the VALS™ (the Values and Lifestyles) system

A well-known segmentation system based on how consumers agree or disagree with various social issues is called ________.

lifestyles

AIO surveys help measure ________.

id

According to Freud, the part of the personality that seeks immediate gratification is called the ________.

the ego

According to Freud, the system that acts as a referee in the fight between temptation and virtue is called ________.

coercive norms

Freedom, youthfulness, achievement, and materialism are characterized as U.S. ________.

super ego, ego, id

Freud's theory of personality includes the ________.

motivational

In the 1950s, an approach called ________ research attempted to use Freudian ideas to understand the deeper meanings of products and advertisements.

the id

Instead of spending the weekend working on the research paper due at the end of next week, Andrew decided to spend the weekend going out with friends. According to Freudian theory, which system dominated in Adam's decision?

warrior

Jim sees himself as being confident, powerful, and heroic. According to the BrandAsset Archetypes model developed by ad agency Young & Rubicam, Jim would be classified as a ________.

Experiencers

Lee-Ann Wang is young and enjoys risky activities such as skydiving, bungee jumping, and snowboarding. To which of the following VALS2™ groups would Lee-Ann most likely belong?

anthropomorphized

Linda named her car, which she drove to work every day, Sylvia. She talked to her friends about the personality traits her little car seemed to have. Linda has ________ her car.

product personalization

M&M allows consumers to put names and works on their candy, this is an example of ________.

personality traits

Match.com and eharmony.com measure identifiable personal characteristics called ________.

terminal values

Milton Rokeach identified a set of ________.

sexual symbolism

Most Freudian applications in marketing relate to the product's supposed ________.

depth interviews

Motivational research relies on ________ of individual consumers.

Carl Jung

The Myers-Briggs type indicator is based on the work of ________.

brand personalities

The Pillsbury Doughboy and the Jolly Green Giant are examples of ________.

actualizes

The VALS2™ group is termed the ________, who are successful consumers with many resources. This group is concerned with social issues and is open to change.

Innovators

The VALS2™ group that has the highest degree of resources and innovation is termed the ________. This group is concerned with social issues and is open to change.

acculturation

The process of learning values from other cultures is called ________.

Lifestyle profile, Product-specific profile, General lifestyle segmentation

What form do psychographic studies take?

Psychographics

________ are the use of psychological, sociological, and anthropological factors to determine how the market is segmented by the propensity of groups within the market (and their reasons) to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium.

Archetypes

________ are universally recognized ideas and behavioral patterns.

Custom

________ is/are a norm that controls basic behaviors such as who does household chores.

Archetype

________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his/her environment.

Laddering

________ uncovers consumer's associations between specific attributes and the general consequences.

believers

According to the VAL system, consumers that have strong principles and favor brands are considered ________.

archetypes

According to the theories of Carl Jung, our shared memories create ________, which involve universal themes and appear frequently in myths and stories across cultures.

Individuality

Based on motivational research, which of the following consumption motives most likely explains a person's motivation to purchase gourmet foods, foreign cars, cigarette holders, or perfume?

Lifestyle

Both Justin and Craig are business majors and live in the same dorm, but Justin's room looks like a Cabela's showroom, with fishing trophies and lures on the wall and pictures of fishing trips across the study desk, while Craig's room features posters if his favorite musical group and stacks of CDs. The different between the two rooms reflects a difference in ________ between Justin and Craig.

unconscious motives

Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that influence(s) our purchases.

define target markets, create a new view of the market, position a product

Marketers use results from AIO surveys to ________.

Interests

Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience's views on food, the media, fashion, and recreation. Which of the AIO categories does Norma seem to be working on now?

archetypes

Our culture's current fascination with novels and movies such as the Harry Potter Series and The Lord of the Rings, in which the magician and the patriarch triumph over the sorcerer and the dictator, emphasizes the importance of ________.

psychographics

When marketer's use psychological, sociological, and anthropological factors to analyze a market, they are using

80/20

When marketers define consumers by product usage they use the ________ rule.

reality principle

When the ego tries to balance opposing forces, it uses the ________.

General lifestyle segmentation

Which type of psychographic study places a large sample of respondents into homogeneous groups based on similarities of their overall preferences?

Karen Horney

________, one of Freud's followers, proposed that people can be described as moving toward others (compliant), away from others (detached), or against others (aggressive).